(April 19, 2005) - "Unh, hey, y'know, like this internet thing might be permanent." We thought HudsonHighland's recent "The Internet Comes of Age for Recruiting" was an improbable offering from the Monster spin-off. The newspaper industry seems poised, however, to steal their shot at the"We're Still Stupid" award for 2005.

The first reports from the NAA annual conference, suggest that the conference theme is "Back to the Future: Part 15."

Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative opportunity by pursuing sometimes risky online experiments and partnerships, a group of industry executives said Sunday.

The Internet worries newspaper publishers because more readers are turning away from print media and connecting to the Web. The trend is driving more advertising to the Internet, threatening the newspaper industry's robust profit margins.

"We have to be willing to take a lot of swings with the bat and realize we are only going to make contact a certain amount of the time," said Hilary Schneider, a Knight Ridder Inc. senior vice president who oversees the newspaper company's online operations.
-BusinessWeek

Like Forrest Gump said, "Stupid is as stupid does."

Those trying to shake off last night's Parade-sponsored welcome party at SBC Park (which continued at the Fairmont Hotel's famous Tonga Room) got some help this morning. The 8 a.m. opening session at the Newspaper Association of America's annual convention in San Francisco began with a stirring -- and given the hour, somewhat jarring--rendition of "San Francisco." An actress from the city's campy and beloved musical revue "Beach Blanket Babylon" sang her heart out while wearing a gigantic hat of the skyline. It took up a good portion of the stage.

After that, outgoing NAA Chairman Gregg Jones addressed the audience with another, less entertaining eye opener. "We are under a sustained attack," he said about the newspaper industry's dwindling circulation and inability to attract young readers. "But we're not going away."

Though admitting the industry is strong, viable, and profitable today, Jones told the audience of publishers they have to "unlearn many of the truths," including the idea that newspapers automatically dominate local markets. "[Newspapers] must reflect the life experiences of the audience we are trying to attract."
From Editor and Publisher

Some suggestions

• MediaBids provides a market for print display ads. The newspapers should ask Hodes to do the same for employment ads.

• Tell the same story once and then add value. (See example below)

• Add value for the audience.

• Beware of the blog.
  
  

25 Versions of the same story. The following search results were grabbed from Google. They all reference the same story. Really, on the internet you only have to tell it once. Not one of these "versions" is different from the others...no value added.

• Newspapers focus on Internet
  BusinessWeek - 15 hours ago
  APR. 17 11:22 PM ET Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative opportunity ...
• Web growth, innovation threatens papers
  BusinessWeek - Apr 15, 2005
  APR. 15 4:42 PM ET Craig Newmark already has tormented newspapers by creating a Web site where anyone can post ads at little or ...  
• At First NAA Session, Execs Look to the Web
  Editor & Publisher - 3 hours ago
  SAN FRANCISCO (AP) Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative opportunity by pursuing sometimes risky ...
• Newspaper execs discuss how to capitalize on Internet's growth
  Kansas City Star, MO - 4 hours ago
  SAN FRANCISCO (AP) - Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative opportunity by pursuing sometimes risky ...
• Newspaper executives can't take eyes off Web
  Houston Chronicle - 6 hours ago
  SAN FRANCISCO — Newspapers can transform one of their main financial threats — the Internet — into a lucrative opportunity by pursuing sometimes risky ...
• Newspapers focus on Internet
  BusinessWeek - 8 hours ago
  APR. 17 11:22 PM ET Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative opportunity ...
• Newspaper execs discuss how to capitalize on Internet's growth
  CBC News, Canada - 13 hours ago
  SAN FRANCISCO (AP) - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky ...
• Newspaper execs discuss how to capitalize on Internet's growth
  National Post, Canada - 13 hours ago
  SAN FRANCISCO (AP) - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky ...
• Newspaper execs discuss how to capitalize on Internet's growth
  Canada.com, Canada - 13 hours ago
  SAN FRANCISCO (AP) - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky ...
• Newspapers focus on Internet
  San Jose Mercury News - 14 hours ago
  SAN FRANCISCO - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online ...
• Newspapers focus on Internet
  Kansas City Star, MO - 14 hours ago
  SAN FRANCISCO - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online ...
• Newspaper execs discuss how to capitalize on Internet's growth
  Kansas City Star, MO - 14 hours ago
  SAN FRANCISCO - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online ...
• Newspapers focus on Internet
  Seattle Post Intelligencer - 14 hours ago
  By MICHAEL LIEDTKE. SAN FRANCISCO -- Newspapers can transform one of their main financial threats - the Internet - into a lucrative ...
• Newspaper execs discuss how to capitalize on Internet's growth
  San Jose Mercury News - 14 hours ago
  SAN FRANCISCO - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online ...
• Newspapers focus on Internet
  Miami Herald, FL - 14 hours ago
  SAN FRANCISCO - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online ...
• Newspaper execs discuss how to capitalize on Internet's growth
  Miami Herald, FL - 15 hours ago
  SAN FRANCISCO - Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online ...
• Newspapers focus on Internet
  BusinessWeek - 15 hours ago
  APR. 17 11:22 PM ET Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative opportunity ...
• Newspapers Focus on Internet
  Forbes - 15 hours ago
  Newspapers can transform one of their main financial threats - the Internet - into a lucrative opportunity by pursuing sometimes risky online experiments and ...
• Newspapers Focus on Internet
  Los Angeles Times (subscription), CA - 15 hours ago
  By MICHAEL LIEDTKE, AP Business Writer. SAN FRANCISCO — Newspapers can transform one of their main financial threats -- the Internet ...
• Newspapers Focus on Internet
  Newsday, NY - 15 hours ago
  By MICHAEL LIEDTKE. SAN FRANCISCO -- Newspapers can transform one of their main financial threats -- the Internet -- into a lucrative ...